Moxie Communications Group | Agency Profile, Contacts, AOR, Client Relationships

• It's lucky that she's well-versed in marketing since Sullivan is now the CEO at Versed.
• The month before, DSC hired marketing VP Gary Lai.
  • Lai joined from Panda Express, where he served as the director of brand promotions and marketing communications.
• The company will likely:
  • Shift strategy
  • Return to heavier ad spend
  • Seek new agency partners, especially once it finds a new top marketer
• Target demographic: 
  • Male millennials and Gen-X

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: DSC hasn't yet utilized national TV this year but will hopefully return to this channel soon.
  • Last year: The D2C wellness brand allocated around $10.2m toward this channel last year after having spent slightly (3%) more, around $10.5m, in 2021.
  • 2022 ad programming: DSC's 2022 commercials targeted the male-skewed audience of shows such as College Basketball, NBA Basketball, Today, Late Night With Seth Meyers, and Good Morning America.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, DSC has spent roughly $290.4k on digital ads, down 57% from the roughly $532k spent by this point last year.
  • YTD data: The brand has earned ~40.3m digital impressions via Facebook (49%), Instagram (45%), Twitter (3%), mobile display (2%), and desktop display (1%) ads.
  • Last year: DSC's estimated full-year 2022 spend, $5.9m, reached less than half of that of $12.7m in 2021.
• Additional channel insights  
  • The brand utilizes local broadcast, radio, Google Ads, and online video (Youtube.com) ads.
  • DSC sponsors podcasts such as NPR News Now, Planet Money, The NPR Politics Podcast, Monday Morning Podcast, and Crime Stories with Nancy Grace.
  • It also utilizes short-form DRTV.
    • ​​​​​​​DSC has very highly concentrated network TV coverage, and it's likely that the brand will launch a new campaign in around 30 days.
    • The brand's top TV networks include USA, ANP, CMT, ESPN2, and ESPN.

Additional agency insights: